Turning insights into better experiences, one experiment at a time
Introduction
I worked as part of the Lexus Experimentation Team, a small group dedicated to improving the Lexus digital experience through continuous experimentation. Product managers from across Lexus Europe would bring us challenges, questions or opportunities. We designed, tested and evaluated solutions live on the site to see what worked and why. The focus was simple. Less guessing. More learning. And making sure every improvement actually benefits the people using the product.
Challenge
Large organizations move carefully, which is understandable. But when decisions rely only on opinion or past assumptions, teams risk investing in solutions that don’t create real impact. Lexus needed a way to understand user behavior more clearly, validate ideas quickly and make confident product decisions grounded in evidence.
Our challenge as an experimentation team was to create space for exploration. To test without fear of being wrong. To treat every experiment as a learning opportunity rather than a “pass or fail” event. And to do this without slowing down delivery or disrupting existing product work.
Process
We approached each experiment the same way. Start with the question. What are we trying to understand. Then design multiple possible solutions that could address that question. These ranged from subtle UI adjustments to more meaningful interaction and content changes.
We built lightweight prototypes, ran tests directly on the live site and collected both qualitative and quantitative feedback. We looked not just at performance, but how users behaved, what they hesitated on and what they ignored. Every iteration informed the next. Some ideas worked. Some didn’t. All were useful.
The key was staying close as a cross-functional team. Designers, product managers, analysts and stakeholders working together, continuously. No ownership battles. Just shared curiosity.
Solution
There is no single final product here. The outcome is a system of continuous improvement. A reliable way to explore ideas, validate decisions and bring better experiences to users, one step at a time.
Some experiments resulted in clear changes to the live Lexus digital experience. Others revealed insights that changed how decisions were made more broadly. Over time, the team became a trusted partner for product teams across Toyota Europe, helping them move with more clarity and confidence.
The value came not just from the experiments themselves, but from the mindset they encouraged. Learning first. Delivery follows.
Reflection
This work reinforced a belief I hold strongly. Good product design is not about getting it perfect the first time. It’s about being willing to explore, test, listen and adjust. When experimentation becomes part of the process rather than an exception, teams move with less stress and more understanding. And users feel the result.
The work behind the work
For the curious minds: how the sausage is made (but prettier). Process, decisions, prototypes, the whole thing.
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